Tiger Beer was the title sponsor for the Tiger Cup since its inception in 1996. Organised by the ASEAN Football Federation, the Tiger Cup was a biannual regional football competition contested by the national team of nations in Southeast Asia.
Tiger Beer wanted to associate the brand with football to increase its mindshare. For nine years, from 1996 to 2005, it sponsored the popular Tiger Cup as it was popular in Asia and a natural platform for social networking. Just as importantly, the sport is masculine, like the brew. Singapore won the Tiger Cup in 1998.
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